Hefner established Playboy magazine in 1953 and the Playboy brand became one of the most recognized in history.

“My father lived an exceptional and impactful life as a media and cultural pioneer and a leading voice behind some of the most significant social and cultural movements of our time in advocating free speech, civil rights and sexual freedom. He defined a lifestyle and ethos that lie at the heart of the Playboy brand, one of the most recognizable and enduring in history,” Cooper Hefner, Chief Creative Officer of Playboy Enterprises, said in a statement.

“He will be greatly missed by many, including his wife Crystal, my sister Christie and my brothers David and Marston and all of us at Playboy Enterprises,” he added.

Hefner peacefully passed away of natural causes at his home, The Playboy Mansion, surrounded by loved ones, the company said.